There’s still some buzz about Wizkid and his claims to incessantly hold free shows in Lagos. That claim has made people question and defend him in the same light.
After analyzing all the arguments, and connecting the dots, there is only one problem; People don’t know the true meaning of free concerts. Everyone keeps defending Wizkid with the saying that he performs for free.There’s still some buzz about Wizkid and his claims to incessantly hold free shows in Lagos. That claim has made people question and defend him in the same light.
After analyzing all the arguments, and connecting the dots, there is only one problem; People don’t know the true meaning of free concerts. Everyone keeps defending Wizkid with the saying that he performs for free. Playing a set and organizing a free concert are two different things.
First things first, a free concert is a complete entertainment experience that is organized, aid for and promoted by a specific entity for the sole purpose of rewarding fans. If an artist says he wants to organize a free show, he would have to be responsible for everything (Hall, lighting, sound, security, organization and more.)
Only if he does that, on his own, with only media partners, then he has successfully held a free show. Wizkid has only done this once in his career at the New Afrika Shrine. The show as held on Thursday, January 10, 2013. Other than that, no.
Wizkid’s appearance at Felabration with
Femi Kuti is not a free show. His appearance at a mega event by Banky W or M.I, is not a free show, regardless of whether he is paid for it.
Take for example, Star Trek . The annual tour organized by the Nigerian Breweries is a promotional mechanism to promote the Star Lager beer , utilizing artists. The company contracts an entertainment firm to handle the tours, and they book artists. Fans don’t have to pay for it. If Wizkid is booked, he gets his payment from Nigerian breweries and gets on stage to perform before fans.
These fans will say they have seen Wizkid perform for free. But that is a lie. Wizkid didn’t just perform for free. He got paid. And for you the fans, you might have watched Wizkid perform at the show at no financial cost, but you have already paid Star Lager by showing up at the venue, and interacting with the brand. Seeing the billboard, the souvenirs, and all the other promotional materials is worth millions to Star.
You didn’t pay for a show, but tomorrow, you are most likely to buy Star Lager beer, because of the lasting mental imprint that the concert had on you. You associate your love for Wizkid with the brand who gave his performance to you for free, and you buy. Sweet cold Wizkid beer.
It’s the same for GLO, MTN, Airtel, Etisalat, and every other company that provide free concerts for fans.
Take the case of Felabration. Wizkid, whenever he has shown up at the weekly concert is not doing it for free. He is gaining good press and emotional balance by associating with the great Fela. He also stands the chance of collaborating with Femi and Seun Kuti to further his claim to be the new prince of ‘Neo-Afrobeat’. ‘Jaiye jaiye’ which became one of the biggest singles of his carreer came from such an affiliation. He got paid for giving those performances.
Then there is the part where an artist calls for a free concert, but has major sponsors. The fans would not get to pay for entry into the show, but Sprite will. MTN will. CIROC and Hennessy will pay. Access Bank will pay.
These brand will pay heavy sponsorship fees for a chance to associate with Wizkid and interact with thousands of fans who would be happy to just have a Wizkid performance for ‘free’. Wizkid keeps his pockets fat, the fans get a show, and the brands get eyeballs on their products. In essence it’s not a free show. Wizkid got paid for it.
A truly free show is when Wizkid shows up, spends from his pocket to pay for everything, and puts up a great concert, devoid of brands, sponsors and subsidies. That’s a gift that only few superstars give to their fans.
Wizkid has not given that to his fans on more than one occasion. He doesn’t organize ‘free shows’. Playing a set and organizing a free concert are two different things.
First things first, a free concert is a complete entertainment experience that is organized, aid for and promoted by a specific entity for the sole purpose of rewarding fans. If an artist says he wants to organize a free show, he would have to be responsible for everything (Hall, lighting, sound, security, organization and more.)
Only if he does that, on his own, with only media partners, then he has successfully held a free show. Wizkid has only done this once in his career at the New Afrika Shrine. The show as held on Thursday, January 10, 2013. Other than that, no.
Wizkid’s appearance at Felabration with
Femi Kuti is not a free show. His appearance at a mega event by Banky W or M.I, is not a free show, regardless of whether he is paid for it.
Take for example, Star Trek . The annual tour organized by the Nigerian Breweries is a promotional mechanism to promote the Star Lager beer , utilizing artists. The company contracts an entertainment firm to handle the tours, and they book artists. Fans don’t have to pay for it. If Wizkid is booked, he gets his payment from Nigerian breweries and gets on stage to perform before fans.
These fans will say they have seen Wizkid perform for free. But that is a lie. Wizkid didn’t just perform for free. He got paid. And for you the fans, you might have watched Wizkid perform at the show at no financial cost, but you have already paid Star Lager by showing up at the venue, and interacting with the brand. Seeing the billboard, the souvenirs, and all the other promotional materials is worth millions to Star.
You didn’t pay for a show, but tomorrow, you are most likely to buy Star Lager beer, because of the lasting mental imprint that the concert had on you. You associate your love for Wizkid with the brand who gave his performance to you for free, and you buy. Sweet cold Wizkid beer.
It’s the same for GLO, MTN, Airtel, Etisalat, and every other company that provide free concerts for fans.
Take the case of Felabration. Wizkid, whenever he has shown up at the weekly concert is not doing it for free. He is gaining good press and emotional balance by associating with the great Fela. He also stands the chance of collaborating with Femi and Seun Kuti to further his claim to be the new prince of ‘Neo-Afrobeat’. ‘Jaiye jaiye’ which became one of the biggest singles of his carreer came from such an affiliation. He got paid for giving those performances.
Then there is the part where an artist calls for a free concert, but has major sponsors. The fans would not get to pay for entry into the show, but Sprite will. MTN will. CIROC and Hennessy will pay. Access Bank will pay.
These brand will pay heavy sponsorship fees for a chance to associate with Wizkid and interact with thousands of fans who would be happy to just have a Wizkid performance for ‘free’. Wizkid keeps his pockets fat, the fans get a show, and the brands get eyeballs on their products. In essence it’s not a free show. Wizkid got paid for it.
A truly free show is when Wizkid shows up, spends from his pocket to pay for everything, and puts up a great concert, devoid of brands, sponsors and subsidies. That’s a gift that only few superstars give to their fans.
Wizkid has not given that to his fans on more than one occasion. He doesn’t organize ‘free shows’.
